Red Bull was created in 1987 and is now available in over 167 countries. It contains caffeine, taurine, B vitamins and sugars that provide energy. Red Bull has various flavors and is produced using a wall-to-wall process at facilities in Europe to minimize transportation. Cans are efficiently transported worldwide primarily by train and ship.

1. History
In 1987, on April 1, Red Bull the energy drink is created by Austrian company in term of
market share. KratingDaeng was an energy drink which was firstly made-up and sold
in ‘Thailand’ that energy drink inspired ‘Dietrich Mateschitz’ the Austrian entrepreneur tom
take the idea of the energy drink and with his partner ‘ChaleoYoovidhya’ they founded Red
Bull with the taste of western. Red Bull is sold in a tall and thin blue-silver can; featuring in
Thailand and in several parts of Asia it is sold in a wider gold can with the title of
KratingDaeng or Red Bull Classic. The two are dissimilar goods, produced individually.
Today Red Bull is available in more than 167 countries and around 60 billion cans of Red
Bull have been consumed so far.
Introduction
Red Bull is much more than a soft drink- it is an energy drink. It was made for moments of
increased physical and mental stress and improves endurance, alertness, concentration, and
reaction speed. In short: it vitalizes body and mind. The effectiveness of Red Bull Energy
Drink has been proven by a large number of scientific studies and is appreciated by many of
the world's top athletes and drivers, opinion-leaders and hard-working people with active
lifestyles. A "Red Bull gives you wings" this is Red Bull's slogan and the product is marketed
via advertising, events (Red Bull Air Race, Red Bull Crashed Ice), the ownerships of sports
team (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg,
Red Bull New York, RB Leipzig, Red Bull Brasil), superstars endorsements, and music, in its
record brand Red Bull Records.
Red Bull

2. Product Description
Red Bull's manufacturing base in central Europe has a lot of advantages: Red Bull guarantees
that the same premium product quality is enjoyed around the world, thanks to our state-of-
the-art production process and the use of high quality ingredients, such as locally-sourced
alpine water. New efficiency-enhancing technologies - which, in turn, help preserve natural
resources - can be implemented immediately. The energy used for production comes from the
region; around 80% is sourced from renewable energies - and Red Bull's working to improve
this figure however possible.
1. Location
Austria (Head Office), Singapore, United State, Hungary, Russia, Germany, United
Kingdom, etc.
2. Ingredients
Red Bull contains caffeine, taurine, B vitamins (B3, B5, B6, B12), sucrose, and glucose. To
produce Red Bull Sugarfree, sugars sucrose and glucose have been replaced by the
sweeteners acesulfame K and aspartame/sucralose.
The original Red Bull from Austria (carbonated) has been exported to China since 2014. In
addition, the local energy drink brand is also called Red Bull. Red Bulls sold in China have
two versions: a regular-strength version in a short, wide, gold-and-red can similar to the Thai
drink and an "extra-strength" version in a taller, thinner, blue-and-silver can more like the
Western version. Neither Chinese version is carbonated.
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3. 3. Variants
 Original
 Sugar free
 Cola
 Total Zero
 Red Edition
 Blue Edition
 Yellow Edition
 Orange Edition
 Lime Edition
 Silver Edition
 Pink Edition
 Kiwi Edition
 F1 Edition
 Orange Edition Zero
 Cherry Edition Zero
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4. 4. Price
An 8.4-oz. can of Red Bull Total Zero carries a suggested retail price of $2.19;
A 12-oz. can carries a suggested retail price of $2.99;
A 16-oz. can carries a suggested retail price of $3.79
And the 8.4-oz. 4-pack carries a suggested retail price of $7.99.
Red Bull Market Share In 2014
Product Name Market Share (%)
Red Bull 42.4
Monster 14.4
Rockstar 11.4
Full Throttle 6.9
Sobe No Fear 5.4
Amp 3.6
Sobe Adrenaline Rush 2.9
Tab Energy 2.3
Monster XXL 0,9
Private Label 0.9
Rip It 0.8
Others 0.5
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5. MANUFACTURING PROCESS
Most energy drinks are usually carbonated or milk-based. Various innovations include energy
drink powders and energy tablets such as LiftOff. Powders and tablets are convenient to carry
and when mixed with water, give you a boost of energy anytime, anywhere.
The basic ingredients used for manufacturing of Red Bull energy drink are the same
and act as stimulants and aid performance. Common ingredients include:
 Sugars in various forms such as high fructose, sucralose, acesulfame-K or aspartame
 Mild acids such as citric acid, malic acid, or phosphoric acid which add a sour taste
 Nutrients can include caffeine in high amounts, vitamin B-complex, antioxidant vitamins C
and E, and taurine, an amino acid. Other nutrients include bee pollen, inositol, and
glucuronolactone. Herbal extracts, such as ginseng, guarana and ginkgo biloba are often
added for their nutritive value. Other herbs may include horny goat weed, milk thistle, yerba
mate, damiana and rosemary.
 Some energy drinks are pasteurized for preservation. If they are not pasteurized, preservatives
like sodium benzoate or potassium sorbate are used.
 Colors: Besides being colorless, common colors include caramel color, yellow, orange and
bright red.
 Flavors, either natural or artificial flavorings are used.
The presence of caffeine in an 8-oz serving of an energy drink should range between 70 and
80 mg of caffeine.
Sport drink ingredients may include coffee extracts, guarana (a plant extract from the
Amazon basin with high caffeine content), cola and various types of tea. These drinks will
typically contain some sugars in the form of carbohydrates.
A variation of energy drinks is smart drinks, or nootropic drinks. These drinks are a blend of
various fruit juices, vitamins, and herbal supplements. Smart drinks often include amino acid
supplements believed to enhance concentration, boost energy levels, and resist stress.
Red Bull

6. Importance of Flavor
Typical flavors of energy drinks are citrus, lemon, berry, mango, cherry, or grapefruit. A
recent survey states that about 35% of energy drink consumers are above the age of 35. In
fact energy drinks that contain high sugar levels are more popular with women and children,
while energy drinks with strong flavor and taste are generally preferred by male consumers.
According to some key findings of a prominent business intelligence for a consumer goods
industry, it was stated that pomegranate has become the fastest-growing flavor in many
nutraceutical beverage launches. Whereas orange flavor was more common with over 6% of
all the launches in 2006 that contained it.
ONE PRODUCTION HUB SERVING THE GLOBE
Red Bull's manufacturing base in central Europe has a lot of advantages:
Red Bull guarantees that the same premium product quality is enjoyed around the world,
thanks to our state-of-the-art production process and the use of high quality ingredients, such
as locally-sourced alpine water.
New efficiency-enhancing technologies - which, in turn, help preserve natural resources - can
be implemented immediately.
The energy used for production comes from the region; around 80% is sourced from
renewable energies - and Red Bull's working to improve this figure however possible.
 THE CAN SETS OFF ON A JOURNEY
Part of Red Bull’s success lies in its efficient and highly modern production system, sending
reclaimed material back into the loop – so it just might end up in your hands once again.
 NOT A SINGLE GRAM OF ALUMINIUM IS WASTED
All cans are 100% recyclable: once they’ve been collected and reached the recycling
facilities, not the tiniest bit of aluminum is lost. And there’s also absolutely no decrease in
quality!
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7.  THE CAN - AN "ENERGY STORE"
It’s no secret that recycling makes good use of a precious resource and saves valuable energy.
Using reclaimed aluminum comprises a 95% saving in energy as compared to using new
aluminum, and cuts CO2 emissions. That’s why drink cans can be said to “store energy” –
and that’s not even referring to their contents.
 EVERY CAN COUNTS
The beverage can is the world’s most recycled drink packaging. Of course, this is only
possible if the cans are collected and (re-)introduced into the recycling loop. If a can is left
carelessly littering the landscape, naturally it can’t fulfil its recycling potential.
Unfortunately, littering is still a problem in some regions. Making sure you can ends up in a
waste or recycling bin helps keep our landscapes pristine, increases recycling rates and
reduces energy consumption as well as the drain on natural resources. If your country has a
dedicated aluminum recycling system please dispose you can correctly.
 KEEPING IT SIMPLE: SMART PACKAGING
As you may have noticed, Red Bull Energy Drink comes in a can made of aluminum. Red
Bull made a conscious decision to use this material because…
o Aluminum cans are oxygen-proof and neutral in taste, so the drink stays in fresh, top
quality for a long time. This means it tastes as good at the source as at its destination.
o Cans are light; Today, they weigh 60% less than only a decade ago. They’re easy to
carry and transport. Not to mention virtually unbreakable. Their durability is not only
useful for transport; it also makes them very safe for physical activities and events.
o The can is 100% recyclable. It can be melted down and reused an infinite number of
times with absolutely no loss in quality – and with huge savings in energy.
o Beverage cans are ideal for transportation and stocking. Thanks to their compact and
efficient form, they use about 40% less transport space than glass bottles and 30% less
than PET bottles.
o Once chilled, the beverage remains cool in the can for a very long time. This is
essential to the perfect Red Bull drinking experience.
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8.  EASY COME, EASY GO
What does this mean in numbers? Approximately two billion cans annually need no further
transport or handling until they’re ready to leave the facilities for their final destination. This
saves the equivalent emissions of more than 10,000 truck journeys of 700 kilometers each or
more than 7 million kilometers per year.
 LESS TRANSPORT MEANS LESS CO2
More than 5,313 tons of CO2 emissions are saved each year, thanks to wall-to-wall
production.
 TRANSPORTATION TO MORE THAN 160 COUNTRIES AROUND THE
WORLD
As soon as the Red Bull cans have been filled, they’re transported from Austria and
Switzerland to more than 160 countries worldwide. The cans travel long distances, whenever
possible by ship and rail. Transportation by truck is the last resort when there’s no other
means of delivery – and it remains Red Bull's priority to allocate ever more transport to rail
and shipping.
 THE CAN IS AN IDEAL TRANSPORT PACKAGING
A can is easy to transport because of its form and low weight. Thus, it can be said that the can
is an ideal transport packaging, especially when compared to other forms of packaging: it
saves about 40% in truck loads compared to glass bottles and about 30% compared to PET
bottles.
 RED BULL TASTES BEST ICE COLD
Whether its journey is to a supermarket shelf, a convenience store, a bar, club, event or
restaurant – the can (and its contents) still have something important to do once they’ve
reached their destination: chill.
It’s no secret that Red Bull tastes best cooled. That’s why Red Bull works hard to make sure
the drink is not only stocked on shelves, but somewhere with the perfect temperature – most
frequently, this is in the specially-designed Red Bull coolers.
Red Bull

9.  ENVIRONMENTALLY-FRIENDLY IS COOL
Thanks to their natural refrigerants, ECO coolers are considerably more environmentally
friendly than conventional refrigerators, and use up to 45 percent less energy. The use of
ECO coolers and refrigerants is an effective way to avoid greenhouse gases, that’s why Red
Bull has made a commitment to distributing ECO coolers in the future, whenever local
infrastructure allows. As of 2011, Red Bull already has 240,000 ECO coolers in use.
WALL-TO-WALL PRODUCTION
Saves resources through short distances
Apart from using 80% of our energy from renewable sources, we implemented what's called
'Wall-to-Wall' production at the production site. This means our cans are manufactured and
filled on the same site - helping us save many miles of transport. Since we don't have to
transport empty cans to the fill up plant, this reduces the footprint significantly!
What does Wall-to-Wall mean in numbers?
Approximately two billion cans annually need no further transport until they're ready to leave
the facilities for their final destination. This saves the equivalent emissions of more than
10,000 truck journeys of 700 kilometers each or more than 7 million kilometers per year.
Wall-to-Wall production saves more than 5,313 tons of CO2 emissions each year.
SMART TRANSPORT
Red Bull Energy Drinks travel to their destination predominantly by train and ship. We'll
only use trucks when it's absolutely necessary. Since our cans are compact in shape and light
in weight, they are a more efficient transport packaging than PET or Glass Bottles.
In weight, they are a more efficient transport packaging than PET or Glass Bottles.
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10. Plant Layout
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11. Conclusion
Energy drinks have been associated with health risks, such as masking the effects
of intoxication when consumed with alcohol, and excessive or repeated consumption can lead
to cardiac and psychiatric conditions. However, the European Food Safety Authority
(EFSA) concluded that an adequate consumption of Red Bull and other popular energy drinks
is safe and that the amount of caffeine in standard Red Bull cans is unlikely to interact
adversely with other typical constituents of energy drinks or with alcohol. Energy drinks have
the effects that caffeine and sugar provide, but there is no distinct evidence that the wide
variety of other ingredients have any effect.
Red Bull
"Red Bull gives you wings"